Sam Mendes defends Bond product placement

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Directed by Sam Mendes, Skyfall is the 23rd James Bond film. It features Daniel Craig in his third performance as the main character/action hero while Javier Bardem stars as the film's villain, Raoul Silva. The plot line follows as James Bond's loyalty to M is challenged over secrets from her past. When MI6 is attacked, it falls to Bond to seek out and eliminate the threat regardless of the cost to himself.
October 25th, 2012

Sam Mendes has defended the use of product placement in 'Skyfall'.

The James Bond director insists there was ''no compromise'' artistically in making the British spy film franchise because secret agent 007 is naturally attracted to alcohol, fast cars and flash watches.

Sam told the BBC: ''The producers come to you at the beginning: 'We have relationships with these six firms - is there anyone you don't want to work with?

'''Any of these you can't fit in the movie?' And you say, 'No I can't do those two, these four would've been in the movie anyway. He would've been drinking in this scene, he would've worn a watch.'

''There was no compromise to the film at all using some product placement. If there had been - I wouldn't have allowed it in.''

Fans have been critical of swapping Bond's traditional ''shaken, not stirred'' Martini for Heineken beer, but Daniel Craig has backed the filmmaker's point.

He branded it a ''fact of life'', before adding: ''I don't know what all the fuss is about.''

Long-time sponsor Heineken hosted a star-studded VIP 'Skyfall' after party on Wednesday night (24.10.12) at London's exclusive Cafe de Paris to celebrate 50 years of Bond.

Singer Gin Wigmore kicked off the entertainment and former James Bond 'villain' Goldie rocked the DJ decks before rapper Professor Green took to the stage for an explosive set.